SMS Marketing has been overlooked because it is a traditional method in today’s digital world. Pew Research Center conducted a survey that revealed that 52 percent of adult mobile phone owners have their emails checked on the mobile phones. They send or receive the email on their cellphone device. 50 percent download a software application straight on the cellphones and 60 percent people access the internet. Only 21 percent participate in video calls whereas, 81 percent send or receive SMS text messages regularly so this percentage is growing day by day. In the flourishing era of digital marketing don’t skip this golden chance to text your customers. But, we are not talking about the drunk 2 AM texts because that would be extremely awkward! Jokes apart, an effective 2 way sms campaign is actually a very pleasant experience, both for the consumer and the service provider.
Believe it or not but studies have proved that nearly 65 percent of US citizens check their smartphone within 15 minutes of waking up. 64 percent check their phones within 15 minutes of going to bed which means that businesses have to fine-tune their SMS marketing strategies according to these trends. The marketing departments have to be smart and considerate of the customers’ needs. Therefore, to make your SMS marketing a savvy one, check out the following Dos and Don’ts of the 2 way sms marketing.
- Timing is everything
What’s wrong with marketing enthusiast all over the world is that they are overworked. The busy marketers expect an overnight success through email campaigns and they expect soaring open rates but how can you expect the customer to come through if you are not giving them any real value through a proper communication? A 2 way sms messaging sets a path for the consumer and the marketer to communicate directly but the key factor here to be considered is timing. To make the audience actually see and deliver a response in order to generate effective communication through text message, the timing should be perfect.
Don’t overflow the end user with tones of texts because no one likes an over attached girlfriend right? (Pun intended) The number of SMS should be limited enough to not flood the user with messages but not be insufficient that the customer forgets about you. Three to Four messages in a month is a decent amount that is not annoying yet not too less. Hence, play the card wisely because you need to be there for the customer and text them in time to spawn a proper and prompt reaction.
Did you know that around 90 percent of text messages are read in the first 5-6 minutes of delivery on the cell phone?! So if you want to engage the customer and seek an immediate and rapid reaction then send a text to the customer whether it is an invitation, a new sales promotion or an introduction of a new product/services.
- Include a Call to Action
SMS text messages should be concise and precise. The text message you send in a 2 way sms is short and tailor-made so it is easily digestible for the audience. A standard message has 160 characters. It is important to add details of the relevant service/product while sparing the customer any excess or irrelevant information. A great way is to tell people what they can do next, this will absorb the customer’s interest. The length of the response of the customer depends on the length and quality of the text message. You must keep in mind that you are not texting a friend. You’re pitching a customer. Make you that your audience is well aware of the things and responses that they have to do or what is your expectation from the customer. You can offer subscriptions, discount codes/ coupons, invitation, reminders etc. Be creative with your messages but keep the target customers’ needs in account. 44 percent of consumers want brands to deliver deals and coupons straight to their mobile devices for convenience and to save time in today’s fast paced world.
- Allow Two-way Communication
A 2 way sms messaging enables businesses to develop a relationship with the customers. When the customers reply to your messages it means they are interested in the services and want to be a part of the online community. Invite more communication and make the customer take part. The customers should be happy and look forward to your SMS messages in their inbox. Include proper instructions on how they can opt-in on the messaging list. Remember: Instill confidence about your brand and that you are not a spammer.
- Don’t Send Without Segmentation
Mobile phones are a personal tool and people can usually get annoyed if they receive messages unrelated to their preferences. Text SMS messages are am alternative to email but certainly not the same platform. The open rate of SMS messages is close to 100 percent as opposed to emails. Sending relevant content to your customers can bring great results for the business. Audience, prospect and customer segmentation is key to SMS marketing which helps you send relevant messages and avoid flab.
- Don’t Send by Schedule
Unlike email marketing which is all about consistency the key feature of 2 way sms marketing is real-time action. You don’t send consistent weekly or monthly texts in a 2 way sms instead you use the text messages to inform your customer with news and updates. Hence, real-time information through SMS marketing ingenuities is the value addition for your customers/audience.
- Don’t be Elaborate
As stated earlier, keep your messages short and to the point. Try to fit all the relevant information precisely and don’t squeeze everything into a single SMS. It gets boring and long-winded and the customer loses interest. Remember that less is more when it comes to a 2 way sms marketing. Focus on the content, clarity and concision of the message. Use the tool of 2 way sms with suitable timing and efficiency of language to induce a real-time action from the customer.